我国网络视频媒体产业的整合战略研究

发布时间：2018-06-06 18:25

本文选题：网络视频媒体 + 产业整合战略　；参考：《重庆工商大学》2013年硕士论文

【摘要】：大视频的时代背景使我国网络视频媒体产业的发展同时伴随着机会与风险,垂直类视频网站逐步加快拓展的步伐和竞争的力度，传统门户网站与广电系网站的身影也开始频频出现在网络视频媒体产业领域内。激烈的市场环境下，如今的网络视频媒体产业在行业竞争、版权内容、盈利模式等方面的问题越来越突出，随着互联网多元技术和宽带技术的逐渐成熟以及跨媒介资源的支持，我国网络视频媒体的竞争已经开始向整合并存的态势发展。随着产业的整体成熟，我国网络视频媒体产业的整合战略究竟会从哪些方面展开？会以怎样的模式进行整合？笔者以此展开文章的研究与写作。本文在传播学学科背景下，结合传播学与传媒经济学及传媒产业整合理论等专业知识，运用文献研究法、内容分析法等研究方法从我国网络视频媒体产业的发展现状入手，结合传媒产业整合理论，从横向整合战略、纵向整合战略以及混合整合战略的层面对我国网络视频媒体产业的资本、组织、内容、技术及渠道五个维度进行整合模式的分析，其中也涉及到一些案例的分析，并提出整合背景下网络视频媒体强化竞争力的对策：一是加强自制内容建设，二是提升技术创新能力，三是深化垂直搜索功能。最后总结出我国网络视频媒体产业整合的价值与意义。本文基于传媒产业整合的大背景对网络视频媒体产业的整合战略模式进行研究，，落脚点在于网络视频媒体产业重视并理清整合发展战略模式的同时，也要通过多方面的提升改善来强化自身竞争力，更要关注并有效发挥产业整合所带来的价值与意义，以促进网络视频媒体产业的健康长远发展。
[Abstract]:The background of large video era makes the development of network video media industry in our country accompanied by opportunities and risks, vertical video websites gradually accelerate the pace of expansion and competition. Traditional portal websites and broadcast and television websites also began to appear frequently in the field of network video media industry. In the fierce market environment, the current network video media industry in the industry competition, copyright content, profit model and other issues more and more prominent, with the Internet multi-technology and broadband technology gradually mature and cross-media resources support, The competition of network video media in our country has begun to develop towards integration. With the overall maturity of the industry, China's network video media industry integration strategy will be launched from what aspects? What model will be integrated? Under the background of communication science, combining the professional knowledge of communication with media economics and media industry integration theory, this paper applies the literature research method. Content analysis and other research methods, starting with the current situation of the development of China's network video media industry, combining with the media industry integration theory, from the horizontal integration strategy, The vertical integration strategy and the mixed integration strategy analyze the capital, organization, content, technology and channel of China's network video media industry, including the analysis of some cases. The countermeasures to strengthen the competitiveness of network video media under the background of integration are as follows: first, to strengthen the construction of self-made content, second, to enhance the ability of technological innovation, and third, to deepen the function of vertical search. Finally, it summarizes the value and significance of the integration of China's network video media industry. Based on the background of the media industry integration, this paper studies the integration strategy model of the network video media industry. The foothold lies in the network video media industry pay attention to and clear the integration development strategy model, but also through the improvement of various aspects to strengthen their competitiveness, but also to pay attention to and effectively play to the value and significance of industrial integration. In order to promote the long-term development of the network video media industry.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206-F

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